Our Mission

Inspire passionate individuals, generate conversations and build up communities through values driven, ethical and sustainable apparel.


We don't think there's an apparel brand that gives you, the individual a voice to share what you care about. That's why we exist. Unreal P. believes every individual cares about something, but not necessarily the same thing, and that's what we want to celebrate. Our mission is to inspire change through passionate individuals 🤙🤙. What are you passionate about?


"I dream of a day where I walk down the street and hear people talk about morality, sustainability, and philosophy instead of the Kardashian." Keanu Reeves, future champion of Unreal P. (he just doesn't know it yet).

We like to dream as well here at Unreal P. 😌. Why is having meaningful conversations important? We think it opens minds and moves communities. That’s what gets us excited. Values driven apparel that has the potential to spark conversations, shift mindsets and cultures (oh and if you end up talking less about the Kardashians, that's a bonus!).

One day, as you wait for your morning coffee at your local cafe, you see a stranger wearing Unreal P. 🤙. The person looks happy and engaged in conversation and as it turns out, two people connected over their love of almond croissants.

When you are passionate about something, the conversation just flows. You can talk about it for hours and without effort, your actions and habits start to change. You might shop at your local butcher and grocery store more often, walk around the block to catch a bit more sun, or the fish and chips store knows your regular order and now you are on first name basis.

Small businesses are the heartbeat of local communities and have a wonderful way of making us feel at home. So do our parks, bike tracks, neighbours, family and friends. Feeling a sense of connectedness, belonging and moving forward together is what motivates us to participate in our communities. 

Unreal P. was founded in Brighton, inspired by Martin Street and on a journey to make a difference, however big or small. It's exciting and daunting! What does community mean to you?


Values is not a surface level conversation. Our values, belief system, whether we acknowledge it or not influence how we spend our time and make everyday decisions.

Unreal P. is a fashion brand so it’s important to offer attractive, high quality and functional products that motivates you to reach for it in the morning. But what makes something #unrealp is the message it carries and what we stand for. The product is the vehicle, the value is our point of difference.

Not only do we exist to create values driven apparel, we are also a values driven brand. Our values drive how we communicate, which products we create and partner with, and how we make tough decisions. We are new and can do things differently. The rule is there are no rules.

Last but not least, we want to do things properly and create products that you can feel good about inside and out. We acknowledge the textile and manufacturing industry and it's supply chain is complex and challenging. To combat this, our approach is to identify and partner with suppliers that strive to do the right thing. As a result, all of our products are certified, accredited or members of either one or more of the following.

Global Organic Textile Standard
Fair Wear Foundation
Ethical Clothing Australia

If you would like more on information or have further questions on these important practices, send us a message (click on the chat icon bottom right) or email (dreams@unrealproject.com.au) and we will endeavour to find the answers for you.

And that’s a wrap! Unreal P.’s mission explained 🥰. We hope you got to know us a bit more and are inspired to change the world one t-shirt at a time!

With Love, Unreal P.